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LAUNCH OF A CNG BIKE

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LAUNCH OF A CNG BIKE

  1. 1. T A B L E O F C O N T E N T 1.ABOUT CNG 2.MARKET ANALYSIS 3.MARKET SEGMENTATION 4.TARGETING 5.POSITIONING 6.SWOT ANALYSIS 7.MARKETING MIX 8.MARKETING STRATEGY
  2. 2. A B O U T C N G  Most viable alternate fuel for automobile companies in the near future  Throughout the world there are 9.6 million vehicles running on CNG  CNG is environment friendly; economic, availability is in abundance and high in calorific value  Transports fitted with a CNG kit are already running in cities like New Delhi, Mumbai and Hyderabad
  3. 3. MARKET ANALYSIS
  4. 4. Market analysis  Data collection through questionnaires distributed in 1. Men’s compartment in local trains 2. Parking lots 3. Questionnaires distributed on BBM and whatsApp We found out the following results:
  5. 5. People who own bike 59% 41% yes no
  6. 6. Expenditure on petrol per month 10% 35% 35% 20% 200-500 500-800 800-1200 1200 & above
  7. 7. Preference for fuel 50% 35% 15% Sales cng &petrol petrol cng
  8. 8. Willingness to buy a bike 30% 70% yes no
  9. 9. Willingness and ability to buy CNG fuelled bike 70% 25% 5% 60k-70k 70k-80k 80k-90k
  10. 10. How will a CNG bike be perceived 0 75 25 Sales bad good excellent
  11. 11. Other important findings  People between income groups of 1.25 to 5 lakhs were willing to buy a bike with a CNG and petrol variant.  6. 55% out of the total people who were surveyed wanted cost saving bike. 25% people wanted style. 50% people looked for speed.
  12. 12. Economic Analysis  C O S T B E N I F I T :
  13. 13. CONTD..  Environment friendly  Flexibility and ease of use.
  14. 14. Technical analysis :-  The Maintenance Advantage.  Intervals between tune-ups for natural gas extended 30,000 to 50,000 miles.  Environmentally clean advantage  CNG makes the engine run quieter.
  15. 15. CONTD..  CNG tanks require storage space.  CNG Filling stations have limited availability.  It produces 15% low power than that of petrol
  16. 16. M A R K E T S E G M E N T A T I O N  GEOGRAPHIC : States like Maharashtra, Delhi, Banglore, Gujarat as well as other rural areas.  DEMOGRAPHIC : Males between the age of 25 to 50 with an income of 300000 and above. Also people having travelling intensive jobs or occupation.  PSYCHOGRAPHIC : Middle class  BEHAVIOURAL : People who are of economical nature and have a good usage rate of bikes.
  17. 17. T A R G E T A U D I E N C E :-  Males in the age of 25 yrs to 50 yrs  People who are on the go, who have travel intensive jobs.  Restaurants who have delivery systems.  Overall - middle class males who use bikes frequently for all their daily chores.  TARGETING STRATEGY:- Undifferentiated targeting
  18. 18. P O S I T I O N I N G :- Cost saving and eco-friendly
  19. 19. M A R K E T I N G M I X
  20. 20. P R O D U C T :- 1.Product name: HONDA ECO BIKE 2.Product variants: a. CNG model b. Petrol and CNGmodel 3. Tagline: GO GREEN..FOLLOW THE CHANGE
  21. 21. PRODUCT SPECIFICATION  Engine Type - 4 Stroke ,Single Cylinder, Air cooled.  Max Speed -85km/h.  Max Power -7.4kw at 8500r/min.  Brakes/Front – Disk.  Brakes/Rear – Drum.  Start System - Electric / Kick.  Tire Size/Front - 2.75-18.  Tire Size/Rear - 3.00-18.  Wheel Material – Aluminium.  Length*Width*Height - 1950*720*1165.  Wheelbase -1280mm.  Dry Weight - 130kg.  Max Loading Weight - 130kg.  Fuel Capacity - 13.0L.  CNG Capacity – 3 kg.
  22. 22. PRODUCT BENEFITS  The driving experience:  Cost  Air quality  Reducing reliance on foreign oil  Extra mileage
  23. 23. P R I C E :- 1.Price for CNG model: 65000 2.Price for CNG and petrol model: 75000 3. strategy – RAPID Market penetration strategy.
  24. 24. P L A C E :- 1.Using own channels of distribution 2.SBI has 13000 outlets and PNB has 6429 outlets across India(for rural areas) 3.Honda has 1577 touch points all over India. It has an army of 452 dealers where urban rural break-up is 254 and 198 respectively
  25. 25. P R O M O T I O N :- 1.Hoarding and poster all over country: - 3 crores 2.Social media promotions: - 60000 for 3 months 3.TV ads: - 4 crores 4.Magazine :- 1 crore 5.News paper ads: - 30 lakhs 6.ECO–rally go green: 1 Lakh
  26. 26. S W O T A N A L Y S I S :- STRENGTHS: 1.products benefits like cost saving, eco friendly, tax exemption which will attract a lot of customers. 2. Brand name Honda 3. Strong distribution channel
  27. 27. WEAKNESS 1. Technical constraints such as low pick up, product design hampered by fitting a CNG tank, product weight increased. 3. Increase in purchase cost. 4. Limited availability of CNG in some
  28. 28. THREATS: 1. CNG price uncertainty in future. 2. Introduction of new technology such as bikes using water as fuel.
  29. 29. OPPORTUNITIES: 1. Increase in gasoline price 2. Inflation 3. Increase in pollution due to the gasoline emissions.
  30. 30. T H A N K Y O U

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